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Tag: Principle No. 3: Authority

Within the field of sales psychology, authority is an important principle. People – at least at the time of writing these words – like to have the feeling of competence and authority when being sold on something.

In today’s beautiful blog post I will talk about sales psychology within internet marketing. Why are people saying “Yes” or “No” to the things you might offer them? How can you get better results for the efforts you undertake? How to finally succeed within internet marketing?
I will try to shed some light and answer at least some of these questions throughout this article.

Most of this blog post has a lot to do with what PhD. Robert B. Cialdini researched and documented in his brilliant book “influence: The Psychology of Persuasion”. Keep reading and you will learn about the six universal principles most of us human beings use in order to decide in an ever complex and information overloaded environment.

These principle, used in the right way, are really powerful; but do not get to the idea to misuse them. Only utilize them in a moral and friendly way and just to the advantage of everyone involved. Misusing these principles will fall back onto you in the long run, so essentially you will only harm yourself.

Principle No. 1: Reciprocity

Explaining it as simple as possible, reciprocity means, if I do you a favor chances are good that you will feel like doing me a favor in return.
An example would be, if I invite you to my party, chances are good you will invite me back to your party. If I treat you with respect, chances are good you will treat me with respect as well. Thinking about it you will find many more examples proving this principle to be right.

Principle No. 2: Scarcity

Most human beings tend to value things that are scarce. The scarcer something is the more it will raise in value. Ever wondered why money has such an amazing affect on most people. There are many reasons of course, but one is most likely that money is usually scarce.

If you are aware of this principle, you will understand why some online-shops will tell that there are “only 5 products left on stock”. Whether there is really a limited supply on a given shop cannot be proved by any online customer, but as this product supply is at least “virtually” limited, an online-shop rises its chances you will become a buyer right away.

Principle No. 3: Authority

The authority principle might have to do with people not wanting to take responsibility, and having an authority telling you what to do is a simple way to not take responsibility for the outcome.

Now you might know why recommendations within the field of business are so powerful, because they give authority to whatever is recommended; but only if the person recommending something is seen as someone trustworthy and knowledgeable. An authority within the given field of interest.

Principle No. 4: Consistency

Most human beings want to be consistent throughout there actions. So if someone, for example says “Yes” once, he is more likely to say “Yes” again. If you have done an action moving you in one direction, you will be more likely to keep acting in that direction than starting to do things in a different way that will move you in the other direction. Why? Because most of us like to be seen as beings who are straight and accountable. Consistent, in one word.

Principle No. 5: Liking

This “Liking” principle is pretty obvious in my opinion. Everyone would prefer doing business or even having contact to people they like, rather than people they do not like.

This explains why business people always tend to be friendly and polite. It is of clear advantage to them, because chances are better being liked if we are friendly, although it is not authentic.

Principle No. 6: Consensus

The last of the 6 universal principles is the “Consensus” principle. We like to do things – or have things – that everyone else is doing or having. In example, hardly anything is as good for a small shop anywhere than people standing on the street waiting to get served.

A funny saying supporting this principle and also showing that it is not always the smartest way to follow an unconscious pattern would be: “If a thousand flies think that shit is good, then shit is good.”

It is obvious that this principle has to do with the fact that most of us human beings are gregarious animals who feel more comfortable moving with the flock.

Conclusions

Here we go, these are the universal principles found by Mr. Cialdini, and they really seem to be true, although it would be better in many situations for many individuals not to follow them.

Knowing about these principles and applying them in a non-abusive manner can really make a difference. Be smart and only use these principles in support of everyone involved and I am pretty sure you will reap the rewards you deserve.